G

Gateway Page

Also known as a doorway page or jump page, a gateway page is a URL with minimal content designed to rank highly for a specific keyword and redirect visitors to a homepage or designated Landing Page.

Some search engines frown on gateway pages as a softer form of Cloaking or Spam. However, gateway pages may be legitimate landing pages designed to measure the success of a promotional campaign, and they are commonly allowed in Paid Listings.

See also:

Doorway Pages [link: ]

GAP – Google Advertising Professional

Google Advertising Professional is a free program, offered by Google, for professionals wishing to manage multiple Google Adwords clients.

Gateway page

Also called a “doorway page” or a “bridge page”. A gateway page is a low quality web page that contains very little content and exists solely for the purpose of driving traffic to another page. This is done through spamdexing, spamming the index of a search engine. Gateway pages are often easy to identify in that they have been designed primarily for search engines, not for human beings.

Geo-Targeting

See Geographical targeting

Geographical Targeting

Geographical targeting is the focusing of Search Engine Marketing efforts on specific states, counties, cities and neighborhoods that are important to a company’s business.

One basic aspect of geographical targeting is adding the names of relevant cities or streets to a site’s keywords, i.e. Hyde Street Chicago apartments. Another important element of geo-targeting is increasing your site’s presence on local search engines such as Google Maps [link: ] and/or Yahoo Local [link: ].

Geographical Segmentation

Geographic segmentation is the use of analytics to categorize a site’s web traffic by the physical locations from which it originated.

Google

The world’s leading search engine in terms of reach. Google was created in 1996 by Stanford students Larry Page and Sergey Brin, and actually started as a research project.Since its incorporation in 1998, Google has been the on the cutting edge of the search industry. They’ve been famously innovative, pioneering such things as PageRank [link: ] and Google Earth [link: ], as well as acquiring media giants YouTube [link: ] and DoubleClick [link: ].

Google AdWords

Google’s advertisement and link auction network. Most of Google’s ads are keyword targeted and sold on a cost per click basis in an auction which factors in ad clickthrough rate as well as max bid.

Adwords is also a program that determines the advertising rates and keywords used in the Google AdSense [link] program. Advertisers bid on the keywords that are relevant to their businesses. Ranked ads then appear as sponsored links on Google Search Engine Results Pages (SERPS) and Google AdSense host sites.

See:

Google Adwords [link: ]

Google Adwords Keyword Tool [link: ]

Google AdSense

Google’s contextual advertising [link: ] network. Publishers large and small may automatically publish relevant advertisements near their content and share the profits from those ad clicks with Google.AdSense offers a highly scalable automated ad revenue stream which will help some publishers establish a baseline for the value of their ad inventory. In many cases AdSense will be underpriced, but that is the trade off for automating ad sales.

AdSense ad auction formats include:

Cost Per Click (CPC) [link: ] – advertisers are only charged when ads are clicked on

Cost Per Impression (CPM) [link:] – advertisers are charged a certain amount per ad impression. Advertisers can target sites based on keyword, category, or demographic information.

AdSense ad formats include:

Text

Graphic

Animated Graphics

Videos

In some cases, I have seen ads which got a 2 or 3% click through rate (CTR); while sites that are optimized for maximum CTR (through aggressive ad integration) can obtain as high as a 50 or 60% CTR depending on:

How niche their website is

How commercially oriented their website is

The relevancy and depth of advertisers in their vertical

It is also worth pointing out that if you are too aggressive in monetizing your site before it has built up adequate authority your site may never gain enough authority to become highly profitable. Depending on your vertical your most efficient monetization model may be any of the following:

Google Analytics

A free service offered by Google that generates detailed statistics about the visitors to a website. Its main highlight is that the product is aimed at marketers as opposed to webmasters and technologists from which the industry of web analytics originally grew.It is the most widely used website statistics service, currently in use at around 40% of the 10,000 most popular websites. Google Analytics can track visitors from all referrers, including search engines, display advertising, pay-per-click networks, email marketing and digital collateral such as links within PDF documents.

Google Base

Free database of semantically structured information created by Google. Google Base may also help Google better understand what types of information are commercial in nature, and how they should structure different vertical search products.

In addition, Google base is an excellent way to get your product inventory to show up within Google’s search engine results pages.

Google bombing

Google Bombing is when a group of sites such as blogs join forces to link to an unflattering page about a company such that this page rises to the top of the search results in Google. Google bombing takes advantage of the power of hyperlink text and of PageRank. For example, if a group of sites with high PageRank all link to a page about XYZ Company’s inappropriate behavior with hyperlink text of “XYZ Company sucks” then the linked page can shoot to the top of Google’s search results for the term “XYZ Company.”

Google Bowling

Google Bowling is a black hat SEO technique used to knock competitors down or out of search engine results.

It is a form of SEO sabotage that is conducted by pointing hundreds of questionable links from low quality sites at a competitor’s site so they end up banned or penalized by Google.

Generally newer sites are more susceptible to Google Bowling as older sites are better established with a range of existing high quality links.

Google cache

see “Cache”

Google Checkout

It works by allowing users to store their credit card and shipping details on their Google Account. Therefore minimizing the amount of information they need to input at the point of purchase. Purchases can be made at the click of a button.

Google Dance

In the past Google updated their index roughly once a month. Those updates were named Google Dances, but since Google shifted to a constantly updating index, Google no longer does what was traditionally called a Google Dance.

Major search indexes are constantly updating. Google refers to this continuous refresh as Everflux [link:].

The second meaning of Google Dance is a yearly party at Google’s corporate headquarters which Google holds for search engine marketers. This party coincides with the San Jose Search Engine Strategies conference.

Google Juice

Internet slang to refer to the substance which flows between web pages via their hyperlinks. Pages with lots of links pointing to them acquire much ‘Google Juice’ and pages which link to highly ‘juicy’ pages acquire some reflected ‘Google Juice’.

Google Keyword Tool

A keyword research tool provided by Google which estimates the competition and search volume for a keyword, recommends related keywords, and will tell you what keywords Google thinks are relevant to your site or a page on your site.

Google Supplemental Index

Google’s Supplemental Index, is a secondary database containing Supplemental Results � pages deemed to be of less importance by Google�s algorithm or are less trusted.

The primary measure of a pages importance is the number and quality of links pointing to that page. Pages in the Supplemental Index can still rank in search results, but this will depend on the number of pages in the main index relevant to the search.

Some reasons pages may be in the Google Supplemental Index:
* Duplicate content
* Low PageRank
* Lack of trust
* A site with a large number of pages
* Page freshness
* Excessively long URLs

As of July 2007 Google discontinued the practice of placing a �Supplemental Result� tag on search results making it near impossible to tell whether a result is in the supplemental index or the main one.

Google Traffic Estimator

Tool which estimates bid prices and how many Google searchers will click on an ad for a particular keyword.

If you do not submit a bid price the tool will return an estimated bid price necessary to rank #1 for 85% of Google’s queries for a particular keyword.

Google Trends

Google Trends is a tool from Google Labs. It allows you to see how Google search volumes for a particular keyword have changed over a period of time. It shows the popularity of search terms from the beginning of 2004 onwards.

Google Trends data is presented in a line graph. The horizontal axis represents time and the vertical axis shows how often a term is searched for. Data can be broken down further by region, city and language. You can also compare multiple search terms.

Google XML Sitemap

Google Sitemaps are XML files that list the URLs available on a site. The aim is to help site owners notify search engines about the URLs on a website that are available for indexing.

Webmasters can include information about each URL, such as when it was last updated and its importance in the context of the site.

You should try to make all pages on your site easily accessible to search engines without the use of google sitemaps. But there are situations when your site might benefit from Sitemaps Protocol like for instance if your site is built in rich AJAX or Flash, or if you have a large database driven site that isn�t well linked.